Despite being a critical, image-driven, age restricted profession, it seems modelling has made something of a u-turn recently.

While some are of course enormously focused on finding ‘the next best thing’, a host of designers are placing their focus right back where it started – on the original supermodels.

However, does their popularity boil down to their looks, or their reputation?

At 45 years old, Cindy Crawford spectacularly adorned the cover, legs and all, for the May 2011 issue of Vogue Mexico. In addition, Kate Moss, now aged 37 can be spotted on the cover of Brazilian Vogue entirely nude. Linda Evangelista, at 45 is the renowned face of fashion giant Talbots and has numerous lucrative contracts with L’Oreal and Prada. Not to mention, the world famous Naomi Campbell who regularly walks the catwalk for top fashion houses.

So what is it about these women?

We live in a celebrity-obsessed society where shelves can be seen rigidly stacked with the latest inside scoops on these people’s personal lives, and therein lay the answer. A potentially problematic aspect for companies using new models is the lack of recognition to be had from the public. In contrast, the supermodels of the past now have a special star power, a unique recognition factor. These women have been there, done that and most definitely worn the t-shirt.

Incredibly, in an industry where you could assume that age would eventually prevent you from carrying on with modelling as a profession, it appears that aging gracefully can indeed boost popularity and a modelling career. Style over substance has also begun to shine through for this group of stunners as, now that a few years have passed, we have come to recognise them for various talents and contributions, as well as their pretty faces. Having originally quit modelling in 2000, Cindy Crawford has provided endorsements for numerous products, in addition to creating her own beauty products and exercise routines.

Whereas Kate Moss  is a keen supporter of several charities including Breakthrough Breast Cancer. Kate also designed a charm in a necklace for Wallis back in 2007 in aid of Cancer Research UK.

Such ventures give these models a little more substance. They are also concrete evidence that successful models come in every shape, size and age!